are responsible for promoting a publisher or client’s products or services in
order to reach their target audience. Marketing can be either traditional (e.g.
print advertisements, brochures, flyers) or digital (e.g. social media, email
campaigns, websites, SEO, digital advertising). The main goal of marketing is
to generate sales. Nearly all marketing roles that we recruit for do have a
strong digital element, so it is important to keep these skills up to date.
easy is it to transfer your marketing skills into a role in publishing?
skills and knowledge that you develop in marketing are highly transferable,
especially if you have particular expertise or a specialism that is in demand.
Marketers often need to have strong copywriting skills and a keen eye for
detail, as well as excellent communication and relationship building skills. An
up-to-date knowledge of the sector you’d like to work in as well as an understanding
of the company and its target market, will strengthen your application.
marketing roles do we work on?
work on marketing roles in book, journal, magazine publishing and events across
all sectors and related industries.
Content marketing is also a growing area. No matter the sector,
marketing is a highly creative role and publishers are always looking for
imaginative strategies and innovative ways to engage audiences. As there are so
many marketing roles, there are many opportunities for career progression. If
you’re interested in a marketing role or would like to find out more, we would
love to hear from you!
just to sum up:
Marketers are responsible for promoting a publisher or client’s products or services in order to reach their target audience and generate sales.
The skills and knowledge that you develop in marketing are highly transferable, especially if you have particular expertise or a specialism that is in demand.
Marketing is a creative role so it’s important that you market yourself as well as your product. Be authentic and think about your personal brand!
PLANNING! Get a marketing plan at least 3-6 months ahead of publication date!
-Advice from our Publishing Recruitment Consultant, Catherine Roney
Did you know that the UK is
the world’s biggest exporter of books? Publishing
is a large and growing industry and the total number of books published in the
UK last year was 173,000. Publishing
businesses in the UK alone have a collective annual turnover of £6 billion,
making the UK the fifth biggest market in the world after the US, China,
Germany, and Japan. On average, the UK publishing industry employs 30,000
people directly and roughly 70,000 people indirectly spread across over 8,000
publishers. Publishing is now a multimedia business and last year digital books
accounted 15% of the 360,000,000 physical and eBooks sold. Ebook sales have
dropped a little in recent years from 17% to 15%, perhaps because they are
being rapidly displaced by digital audio books! These figures give you an idea
of the size and importance of the publishing industry.
Earlier in the month, Parissa
Bagheri from Atwood Tate was invited back to her alma mater, the University of
Greenwich, to attend an event they were holding to discuss Working in the Book
Trade: The Business of Selling Books. The panel of speakers included CEO of
Bonnier, Perminder Mann, CEO of Hachette, David Shelley, and the Ex-Chairman of
Blackwell’s Bookshop Trevor Goul-Wheeker. These leading figures in publishing
and the book trade shared their experiences and journeys into publishing,
offering advice to those in the audience looking to do the same. We know a lot of our followers are aspiring
publishing professionals or still young in their publishing career, so wanted
to share their insights with you too.
CEO of Hachette David
Shelley was first up in telling the audience about how he entered the industry.
David’s parents owned a second-hand bookshop, so he was exposed to the sales
side of publishing from an early age. He began his career as an Editorial
Assistant for Alison and Busby (a well-established small publisher). He kept the company running for 5 years and
encompassed problems along the way, such as the book distributor going bust and
relocating the office near to Brixton near to where he lived. The owner of
Little, Brown asked David if he would consider buying a few books a year as an
Editor and he joined the company, which eventually led to his promotion to
Publisher, then Head of Division, and finally to his current role running
Hachette publishes 5,000
books every year and has a staff of 18,000. David explained that the editorial departments
receive 1,000 applications for every editorial assistant job, whereas the sales
team often only receive around three direct applications. He emphasised the
importance of exploring different sectors; foreign rights professionals get to
read, travel and correspond with authors whereas, production departments,
whilst equally driven and creative focus more on the people and processes in
the background. David also advised that publishers are looking for people who
are keen to work in finance, also stating that the first two to three years of
entering the industry is all about grafting your way through. It is necessary
to differentiate yourself from others, don’t rely on just the contacts you have.
Don’t be afraid to be bold and fearless in your first year, don’t undersell
yourself, and be proud and show off your achievements. People love to mentor
younger people, so offer to have coffee with them to show your passion and
His tips for a good cover
Look up the books
that your target publisher is publishing and research its heritage
Brilliant quality writing
– this is a reflection of how well you can communicate
Talk about your
favourite writers, what are they doing?
Be thoughtful and
Don’t follow the
rules strictly, break rules and disagree!
Bonnier is the sixth largest
publishing company in the UK and its CEO Perminder Mann also talked about her
experience in the publishing industry. Growing up, she spent much of her time
reading, making sure to build up her English vocabulary. She spent time
interning and eventually had an interview with Macmillan for a role in its in
Special Sales department. She was offered the job, which she explained was quite
challenging, but she used the opportunity to gain as much knowledge as she
could. Perminder was then promoted in sales and travelled throughout the UK to
meet buyers. Later she moved to Transworld (now part of Penguin Random House)
as an entrepreneur in a five person team, and faced the problem of not having
as much contact or support, constantly having to juggle between having a career
and being a mother. She survived that and then moved into children’s
publishing, but was travelling too much and decided to move out of publishing altogether. Publishing isn’t quite like any other
industry, though, and she ended up returning when she was offered a position at
Perminder talked about how at
Bonnier you don’t have to choose between a career and family, as you can work flexibly
she has put benefits in place such as a good a maternity policy. This is something that Perminder is extremely
passionate about given her own experience throughout her career and she is now
in the middle of improving paternity pay and continuing to champion equality.
Finally, the ex-chairman of
Blackwell’s Bookshop Trevor Goul-Wheeker took to the floor to explain how he
fell in love with the publishing industry. Trevor started off as a bookseller
and fell in love with the book trade, partly because of the people involved in
it. Blackwell’s is a well-known book retailer, but as the digital publishing
industry gradually took over, Blackwell’s was forced to start closing stores
and were closing 16 high street shops every day. Currently, the UK bookshops
account for 41% of books sold with ecommerce accounting for 35% of book sales. However,
Trevor stated that bookshop recommendations are still the number one influencer
when people are choosing which book to buy. He believes that bookshops still offer
customer engagement and a valued experience and that bookselling and publishing
go hand in hand.
All three speakers did
emphasise that you do not need a masters to get into publishing; most
publishing companies prefer more hands on experience, which shows a variety of
skills. They also all agreed that ecommerce
and ebooks are slowly taking over from print as they are easier to access and
to read on the go. Audio books are now attracting a new demographic of “readers”
and enabling publishers to tap into a new market. Publishers are already and
will continue to learn about and develop in the area of audio.